La Bonita fire could affect sales of Roberto's tamales

The La Bonita Mexican Food Products building, seen Thursday, Dec. 1, 2016, caught fire on Wednesday evening. The cause of the fire and the extent of the damage still under investigation.(Photo: Josh Bachman/Sun-News)Buy Photo

LAS CRUCES - A fire Wednesday at La Bonita Mexican Food Products could end up being the grinch that took Christmas tamales from some Las Crucens.

Las Cruces Fire Department investigators and insurance adjusters were still trying Thursday to determine the cause and extent of the fire, that started just before 5:30 p.m. Wednesday at La Bonita, 1244 W. Picacho Ave. To battle the blaze, portions of Picacho Avenue near the tortilla factory had to be closed to traffic for more than an hour.

The cause of the fire, and extent of the damages were not publicly disclosed Thursday. Calls Thursday seeking more information were not returned by Las Cruces Fire Department officials.

The business is owned by Las Cruces businessman Roberto Estrada, who also owns and operates Roberto's Mexican Food restaurant and another Mexican food products factory in town. Estrada said La Bonita, which opened in 1968, is an important part of his Mexican food business.

"We do the masa here at La Bonita," Estrada said. "We also make taco shells, corn tortillas, tostada chips, and flour tortillas. The three businesses (La Bonita, New Mexico Mexican Food Products, and Roberto's Mexican Food) are combined ... and they rely on each other. New Mexico Foods uses the masa to make corn and flour tortillas, and the restaurant uses everything."

The length of time it could take to repair or replace damaged equipment at the tortilla factory could affect the amount of masa the factory is able to produce this holiday season. Much of Estrada's holiday business involves masa, either to make red, green or sweet Christmas tamales, or to sell to customers who make their own.

Across the Southwest, including New Mexico, eating tamales at Christmas is tradition.

"Usually, we end up buying at least six dozen tamales for Christmas from Roberto's," said Las Crucen Ezekiel Parra. "Christmas wouldn't be Christmas in our family without Roberto's tamales. They're kind of a tradition for us. I don't know what we'd do instead if we couldn't buy tamales from Roberto's. I really hope they get things worked out and can reopen the factory sooner than later."

Las Crucen Espy Trujillo said she usually buys 12 to 15 pounds of corn masa from Roberto's to make homemade tamales.

"It's easier, and takes a lot less time for us, if we just buy masa from Roberto's," she said. "Right now, I really don't know where else I'd go to buy masa if they didn't have enough."

The building the tortilla factory is housed in, particularly its exterior, didn't appear to be substantially damaged Thursday. Investigators and adjusters were focused the day after the fire on what happened inside the building, where the smell of smoke remained.

"Hopefully, I can make repairs soon and get back in business," Estrada said. "If they let me start soon, we could be back at full production in about two weeks."

In recent years, the price of tamales at Christmas has steadily increased because the costs of ingredients to make them have risen. Those prices have been passed on to consumers.